Root Veggies Add Versatility to Produce Aisle

From potatoes to parsnips, root vegetables deliver health and comfort.

Root vegetables, so named because they grow underground with leafy greens above ground, absorb great amounts of nutrients from the soil, making them some of the healthiest vegetables in the produce section.

Consumers tend to think of potatoes, onions and sweet potatoes as root vegetables, but this produce category also includes carrots, beets, radishes, turnips, parsnips, ginger, garlic, yams, cassava, celery root, rutabaga, jicama and horseradish — giving shoppers a large variety of healthy choices and flavors.

“The root vegetable market is one of the most unique groups of produce out there. You have unique spice with horseradish and parsnips; great color and flavor with carrots, beets, turnips and radishes; and you have great versatility with potatoes and sweet potatoes,” says Matt McMillin, leader of marketing and business development at J.R. Kelly Company in Collinsville, IL. His self-proclaimed “Horseradish Capital of the World” is 15 miles from downtown St. Louis, MO.

KNOW YOUR MARKET

Regional preferences can play a role in demand for specific root vegetables.

“In the Midwest, we see strong interest in hearty staples, like russet and red potatoes, as well as yellow onions,” says Alexandra Gumz, head of marketing, Gumz Farms LLC, Endeavor, WI. “In southern regions, sweet potatoes tend to lead, while coastal areas often see a demand for specialty and organic varieties. Tailoring assortment and messaging to align with local culinary traditions and demographics can help retailers better serve their customer base.”

Nichole Towell, senior director of marketing, Duda Farm Fresh Foods in Oviedo, FL, agrees. “When it comes to radishes, the West Coast typically sees higher demand for fresh bunches of radishes, as those consumers prefer to touch and see the produce as a whole. But the East Coast prefers the Cello and Ready Radishes that are precut.”

“We even see regional differences with the demand for horseradish,” McMillin says.

Retailers should also be aware of cultural differences and preferences, since these can affect root vegetable sales. For example, during Passover, the demand for horseradish often increases, while during holidays, such as Thanksgiving and Christmas, and during the winter, there is a high demand for potatoes, onions, carrots and sweet potatoes.

Highlighting the source of root vegetables is also important. For example, warmer growing regions and higher temperatures tend to produce radishes with a bolder, spicier taste, while cooler climates yield milder varieties.

“This means that flavor trends are closely tied to seasonal and regional conditions — and that’s a story worth telling,” says Towell. “By highlighting these natural differences, retailers can market root vegetables in a way that connects consumers to the growing region and the unique flavor profiles that come with it.”

KEY TO PUSHING SALES

Year-round marketing campaigns are a great way to push root vegetables, especially the least familiar ones. Retailers can use comfort foods that are popular in fall and winter, such as stews and soups, to display root vegetables, along with roasts, broths and spices.

In summer, displaying root vegetables along with marinades, charcoal and grill tools can tap into warm-weather grilling. “Onions, in particular, pair naturally with a wide range of cooking ingredients — from fresh herbs and peppers to pasta sauces and proteins,” says Gumz.

Signage that advertises the healthy nutrients found in root vegetables can help customers incorporate them into their meals all year. Displays that emphasize the many ways to use root vegetables can also push retail sales.

“I would love to see the health benefits mentioned a little bit more with this group of vegetables, and have retailers positioning items that can be used together nearby on shelves,” says McMillin.

Towell suggests emphasizing the versatility of root vegetables in ways that consumers may not have thought about. “We suggest including radishes next to salad kits and offering recipe ideas, such as promoting radishes as a salad topper or as a low-carb dipper when placed next to dips and hummus.”

Jeffrey Cady, vice president of produce and floral, Northeast Shared Services, Buffalo, NY, says as the weather turns cooler in upstate New York, they ask produce departments to display root vegetables. “We also take root vegetables out of the produce department and tie them in with the meat department to give shoppers meal ideas.”

Gumz says root vegetables are versatile, affordable and nutritious staples that fit into a wide range of diets and cooking styles. “Emphasizing local sourcing and the simplicity of preparation also helps consumers feel more confident incorporating them into meals.”

During pickling season, McMillin recommends retailers place horseradish near cucumbers so shoppers don’t have to search multiple sections to find different pickling ingredients.

Another area where horseradish can be used more often is in charcuterie. “Freshly shaved horseradish often has a bite to it that isn’t overpowering, and it has a great, natural flavor that goes great with cheese, meats and crackers,” McMillin says. “Horseradish is also included in fire cider tonics, along with ginger, so placing these two items together is another idea for cross promotion.”

Gumz says displays should be clean and well-stocked and incorporate recipes, QR codes with cooking ideas, or signage showcasing the local farm source. “This adds authenticity and helps to build trust.”

HANDLE WITH CARE

While most root vegetables appear hardy and durable, careful handling is important in order to maintain freshness and appearance.

“Temperature is key,” says McMillin. “Keeping the cold chain intact is important when handling cold root vegetables. For instance, horseradish likes it very cold. We keep our roots stored in the 28-30F range, which is much colder than most retailers or wholesalers can, because of the combination of produce. It goes a long way in preserving shelf life and freshness.”

Gumz agrees. “Proper storage and handling are essential to preserve freshness and quality. Root vegetables, particularly potatoes and onions, should be stored in a cool, dry, well-ventilated area to avoid sprouting or spoilage.”

Cady of Northeast Shared Services says while they have a great shelf life, root vegetables still need TLC. “Handle them with gentle movements and care to avoid bruising, cuts or abrasions. Damage can lead to rot, decreased visual appeal to consumers, and loss of nutrients.”

Retailers should also maintain clean, damage-free displays and rotate inventory regularly to minimize shrink and make sure produce employees understand the importance of handling root vegetables with care. “Education on best practices at the store level helps ensure that product quality is maintained from farm to consumer,” says Gumz.

TRENDS AND OUTLOOKS

Most root vegetables are affordable, which gives them the unique advantage of being a healthy choice for cost-conscious consumers, particularly during uncertain economic times. Their versatility goes beyond stews, soups and sides, which is why displaying recipe cards or QR codes linked to recipes are great ways to boost sales.

“We strive to maintain pricing that is fair and competitive,” explains Gumz. “At Gumz Farms, we’ve taken a long-term, sustainable approach to crop planning, which helps ensure reliable supply, even amid market fluctuations. We also work closely with our retail partners to plan ahead and support consistent availability throughout the year, while focusing on quality, consistency and sustainability.”

But pricing depends on the balance of supply and demand, as well as increasing costs of labor. There are also regional differences in demand for different commodities within the category. “We have been working hand in hand with growers to try to keep prices down with a focus on efficiency from the farm into packing through shipping,” says McMillin.

As consumers increasingly seek transparency, sustainability and locally grown produce, demand for packaging that highlights food origin and eco-friendly farming practices resonates among shoppers.
“At Gumz Farms, we see great value in connecting the customer to the farm — highlighting where and how the produce is grown,” says Gumz.

Packaging innovations that keep root vegetables fresh and easy to store, while increasing shelf life, are gaining in popularity.

“We offer the widest range of packaging options out there, with 5-, 10-, and 50-pound bags, as well as individually shrink-wrapped roots. Shrink-wrap is our newest option, with the ability to extend shelf life, as well as promote different brands through private labeling,” says McMillin. “We also private-label or promote through individual hang tags without the shrink-wrapper.”

Resealable packaging is appealing to consumers seeking the convenience of already cut, diced and seasoned options.

“Duda Farm Fresh Foods is the only fresh produce brand that offers stand-up pouch bags that give consumers three options that are resealable,” says Towell. “This allows merchandising at the retail level more opportunities to market the product with brand and product visibility due to the standup packaging.”

Other trends in the root vegetables include a growing demand for specialty roots, such as celeriac and Jerusalem artichokes, as well as less common, nutritious vegetables, like turnips and rutabagas, and a growing popularity of using the entire root vegetable.

Displays that show how to incorporate the entire root vegetable into a recipe or meal could be beneficial for shoppers.